D'AGOSTINO'S PROMOTES ITS BOTTLED WATER AT WHITNEY MUSEUM EVENT

NEW YORK -- D'Agostino's co-sponsored Family Day at the Whitney Museum of American Art here this past Saturday, using the opportunity to showcase its private-label D'Ag bottled water. Sport bottles of 16 ounces were to be given out to people attending the special day, along with plain store-brand lunch bags under the Home Best label, by Rich Foods, Supervalu's private label.Distribution of about 1,200

NEW YORK -- D'Agostino's co-sponsored Family Day at the Whitney Museum of American Art here this past Saturday, using the opportunity to showcase its private-label D'Ag bottled water. Sport bottles of 16 ounces were to be given out to people attending the special day, along with plain store-brand lunch bags under the Home Best label, by Rich Foods, Supervalu's private label.

Distribution of about 1,200 bottles of water was planned, a spokesman for the 23-store chain based in Larchmont, N.Y., told SN prior to the event.

"It's one of the ways we are developing our private label, along with doing a lot of in-store sampling," said Michael Albert, private-label consultant for D'Agostino's.

"Your private-label program is your message to the consumer and what you represent," Albert added.